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Istanbul is an attraction centre as a destination providing unique experiences for tourists by holding historical and cultural resources. In order to maintain the position as an attraction centre, one of the key elements is favourable destination image. The study aims to reveal that how tourists perceive destination image of Istanbul and how this reflects on marketing efforts from the standpoint of one of the contributory stakeholders on shaping destination image, marketing managers of the hotels. Interviewing technique is used to obtain data within the qualitative study. Accordingly, face-to-face in-depth interviews are conducted with the marketing managers of five-star hotels -operating in Istanbul-, the obtained data is analysed and interpreted by using computer-aided qualitative data analysis programme “MAXQDA”. Results revealed that destination image of Istanbul was negatively affected due to security based problems in 2016, however, it has been recovering since last two years and showing significantly positive-orientation. For the future, the marketing managers estimate that destination image of Istanbul will be favourable. In this direction; bringing continuity to the organizations becoming brands with the name of Istanbul by adopting a global approach for advertising and promotion efforts, exploring and developing alternate operating areas by following new opportunities as health tourism and Indian market that is coming into prominence especially with wedding organizations are stated as some of the important steps to be taken. Oz Istanbul, sahip oldugu tarihi ve kulturel kaynaklar baglaminda turistlere essiz deneyimler sunan bir destinasyon olarak yuzlerce yildir cazibe merkezi konumundadir. Soz konusu cazibenin surdurulebilmesi, destinasyon imajinin olumlu olmasi ile de dogrudan iliskilidir. Bu calismada destinasyon imajinin sekillendirilmesinde rol oynayan paydaslardan biri olan otellerin pazarlama yoneticilerinin nezdinde, turistlerin Istanbul destinasyonunun imajini nasil algiladigini ve bunun pazarlama calismalarina nasil yansidigini ortaya cikarmak amaclanmistir. Nitel bir calisma olarak tasarlanan bu calisma icin veri toplamada gorusme tekniginden yararlanilmistir. Bu dogrultuda Istanbul’da faaliyet gosteren 40 adet bes yildizli otel isletmesinin pazarlama yoneticileri ile yuz yuze gorusulerek mulakat yapilmis, elde edilen veriler bilgisayar destekli nitel veri analizi programi “MAXQDA” kullanilarak analiz edilmis ve yorumlanmistir. Elde edilen sonuclara gore; Istanbul destinasyonu imajinin 2016 yilinda guvenlik temelli sorunlardan dolayi negatif etkilendigi, son iki yilda pozitif yonelimli olarak olumluya dogru gitmekte oldugu ortaya cikmistir. Gelecekte ise pazarlama yoneticileri tarafindan Istanbul destinasyonu imajinin olumlu olacagi tahmin edilmektedir. Bu dogrultuda yapilmasi gerekenler; tanitim ve reklam calismalarinda kuresel bir yaklasim benimseyerek Istanbul’un adiyla markalasacak organizasyonlara sureklilik kazandirmak, saglik turizmi ve ozellikle dugun organizasyonlariyla on plana cikan Hint pazari gibi yeni firsatlara yonelerek alternatif faaliyet alanlari kesfetmek ve gelistirmektir.

tarih kültür ve sanat araştırmaları dergisi

İstanbul’un Tarihi ve Kültürel Değerleri Kapsamında Arz Sağlayıcılar Perspektifinden Destinasyon İmajının Değerlendirilmesi ve Analizi / Destination Image Evaluation and Analysis from the Suppliers’ Perspective within the scope of Historical and Cultural Values of Istanbul